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narrowcasting (11) The reaching of a very specialized market through programming aimed at particular target audiences. Cable television networks offer excellent opportunities for narrowcasting.

national advertisers (2) Companies that advertise their products or services on a nationwide basis or in most regions of the country.

National Advertising Review Board (NARB) (21) A part of the National Advertising Division of the Council of Better Business Bureaus. The NARB is the advertising industry's primary self-regulatory body. National Advertising Review Council (NARC) (21) An organization founded by the Council of Better Business Bureaus and various advertising industry groups to promote high standards of truth, accuracy, morality, and social responsibility in national advertising. National Association of Attorneys General (21) An organization consisting of state attorneys general that is involved in the regulation of advertising and other business practices. national spot (11) All non-network advertising done by a national advertiser in local markets. negotiated commission (3) A method of compensating advertising agencies whereby the client and agency negotiate the commission structure rather than relying on the traditional 15 percent media commission. noise (5) Extraneous factors that create unplanned distortion or interference in the communications process. noncompensatory integration strategies (4) Types of decision rules used to evaluate alternatives that do not allow negative evaluation or performance on a particular attribute to be compensated for by positive evaluation or performance on some other attribute.

nonfranchise-building promotions (16) Sales promotion activities that are designed to accelerate the purchase decision process and generate an immediate increase in sales but do little or nothing to communicate information about a brand and contribute to its identity and image. nonmeasured media (13) A term commonly used in the advertising industry to describe support media. nonpersonal channels (5) Channels of communication that carry a message without involving interpersonal contact between sender and receiver. Nonpersonal channels are often referred to as mass media. nontraditional media (13) A term commonly used in the advertising industry to describe support media.

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